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Big Alcohol Sees Green


John Hinzmann

There is no denying that the cannabis industry is on a steep trajectory. One very telling factor about the future and marketability of cannabis and cannabis-based products can be seen in the investments being made by the alcohol industry. Here are just a few;
 
Constellation Brands, the makers of Corona beer, invests in a 38% share of Canopy Growth with the option to control more than 50% of Canopy Growth’s stock. Canopy Growth is Canada’s top licensed marijuana producer.

Heineken is producing a THC infused sparkling water product under their “Lagunitas” brand.

Molson Coors has partnered with the cannabis producer Hypothecary to produce cannabis infused drinks.

Adolphus Busch V, the great-great-grandson of the founder of Anheuser Busch, has launched ABV Cannabis Company. After graduating from Colorado State University, Adolphus was denied an entry level position at Anheuser Busch because of anti-nepotism rules and then turned is interests to the cannabis industry.

William Wrigley Jr., the former head of the Wrigley candy company, has launched the “Coral Reefer” cannabis brand with musician Jimmy Buffet.

Green Thumb Industries, an Illinois based cannabis cultivator started by Ben Kolver, an heir to the Jim Beam Whiskey family, has gone public in Canada.

Province Brands, Ontario, is brewing a beer from the by-products of cannabis production using new fermentation techniques. It is producing a beer with about 6.5 mg of THC.

Keith Villa, the founder of Blue Moon Brewing, has founded CERIA Beverages to produce a THC-infused, alcohol-free beer.

Although the dust hasn’t settled on the regulatory landscape of producing and marketing cannabis-infused alcohol and non-alcoholic products, the writing is on the wall.